Indonesia Conference Directory

The development of green marketing has received attention of various levels of business around the world. The promotion of green marketing is now shaping the practice of all business sectors including property industry. To succeed in green marketing promotion, green purchase intention is need to be explored. The aims of this paper were to identify the relationship between green purchase intention with the variables that support it. This research was completed with identification the relationship between the green purchase intention variables (endogenous) with their indicators (exogenous) that affect the green purchase intention. The identification is done by structural equation modelling. The results obtained, the relationship between 4 exogenous variables to endogenous variable are significant. Those variables are environmental attitude, long-term orientation, brand image, and bad review.